Mathies, Christine, and Gudergan, Siggi (2011) The Role of Fairness in Modelling Customer Choice. Australasian Marketing Journal, 19 (1). pp. 22-29.

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Abstract

Some business practices of service firms have the potential to negatively affect customer demand because they are perceived as unfair. We discuss how fairness concerns can influence customer choice, and propose a conceptualisation embedded in expected utility theory that accounts for fairness judgments. The intended contributions are (1) to advance the literature on customer decision making by combining expected utility theory with justice (fairness) theory; (2) to provide a conceptual framework capturing fairness in customer choice; and (3) to propose a research agenda concerning fairness in customer decision making.

Item ID:	75405
Item Type:	Article (Research - C1)
ISSN:	1839-3349
Copyright Information:	© 2011 Australian and New Zealand Marketing Academy.
Date Deposited:	20 Oct 2023 03:19
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations) @ 50% 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350803 Tourism management @ 50%
SEO Codes:	15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 100%
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